The announcement yesterday of its new partnership with actress Gina Rodriguez gives U.S. lingerie label Naja something few intimates brands can claim: an authentic entry point into the vast and underserved Latina market.

An audacious new reality TV show that will hit the airwaves this fall will feature an exuberant band of plus-size women partying, talking sex and trying on skimpy ensembles from their favorite lingerie shop.